Maximize clicks with manual bids

To set up the "Maximize clicks with manual bids" strategy, select Manual setup → Promotion in search results. The strategy allows you to manually set bids for specific targeting criteria in campaigns running only in Yandex Search. You get maximum impressions and clicks within the limits you've set for the bid, display region, and other parameters. Competition is also factored in.

With the conversion forecast tool, your bids can automatically decrease for clicks with a low probability of conversion, or increase for clicks with a high probability of conversion. This will allow you to get more targeted traffic.

Strategy settings

Weekly budget

Campaign spending per calendar week.

The strategy tries to maintain the given weekly budget, distributing it across the calendar week from Monday to Sunday.

The budget may be spent unevenly throughout the week, but the weekly limit won't be exceeded. The campaign won't exceed the weekly budget unless there's a budget reset.

The minimum weekly budget is ₽300 (see values for other currencies).

Learn more about weekly budgets.

You can change strategies at any time in your campaign settings. If you switch from a manual strategy to an automatic strategy and then back again, the bids you set won't change.

How to choose the optimal bid

Optimal bid is the maximum cost-effective CPC that an advertiser is willing to pay based on their business indicators to attract as much traffic as possible.

• With a manual strategy, you need to independently select an optimal bid for each keyword. In your calculations, it's better to rely on your project's KPIs, not on traffic volumes or display positions.

• In automatic strategies, optimal bids are selected automatically based on the set limits. For example, in the “Maximum number of clicks” strategy with a limit on the average CPC, the desired final campaign's CPC is set right away (you can also use adjustments in the main cross sections). This way, the algorithm manages bids more optimally, considering your budget constraints. In the "Maximize conversions" strategy, you can immediately specify the desired CPA or cost revenue ratio, without setting up bids or target CPC

If you haven't placed ads previously, to determine the optimal bid, estimate the expected conversion: analyze the metrics from other traffic sources, study the market averages, or launch a test campaign, for example, with the Maximize clicks automatic strategy, to collect data for calculations.

If you have placed ads previously, calculate the bid that makes the most business sense. To do this, analyze your revenue on the keywords using the Report Wizard:

1. Select the goal you want to calculate revenue for.

2. Add the Keyword dimension to see the keyword.

3. Select the metrics: Clicks, Conversions, Avg. bid per click, and Revenue. Revenue in the report is calculated based on the conversion value set in the campaign settings or based on e-commerce data.

You can determine the most effective bid using the report data or calculate it yourself.

The method of calculating the optimal bid depends on the campaign goal (acquiring new users or retargeting) and on the primary metric important to the business:

• Cost per install (CPI), cost per order (CPO), cost per conversion (CPA).
• Cost revenue ratio (CRR).
• Return on investment (ROI).

Learn more about how to create a report and make decisions based on statistics.

How to set a bid

The traffic volume depends on the bid for search impressions. The higher the traffic volume, the more clicks you can get.

On the Campaigns page, select the campaigns and go to the Bids and keywords page. This page will display a list of all targeting criteria, such as keywords. Click the bid value and enter a new bid.

To set a bid for multiple targeting criteria, mark them or select all of them. Click Actions → Bid Wizard. Specify a single bid and click Save.

Learn more about setting bids.

The bid increment is 0.10 rubles (values in other currencies). This means that if you set a bid of 2.08 rubles per click, your actual bid during the auction will be 2 rubles.

How bids affect traffic volume and CPC

The estimated traffic volume depends on your ad's indicators and those of competing ads for the given keyword (bids, quality coefficients, and CTR forecast for the impression). To get more traffic, you can increase bids, but you can also make your ads more effective.

The Premium placement has an entry threshold, which doesn't depend on whether or not there are competitors.

If the system selects your ad, then you will probably pay the click price indicated for that traffic volume. The click price changes dynamically. The CPC for an ad can differ from the specified price.

Learn more about the Yandex Direct auction.

How to monitor traffic volume changes

In the campaign settings, enable email notifications and get information about changes in traffic volume to your email address.

You can also monitor the traffic volume and click prices by analyzing statistics with the Report Wizard. To do this, go to dimensions and select Ad ID, then go to metrics and select Clicks, Expenses, Avg. bid per click, and Avg. traffic volume.

Learn more

• Ad placements on Yandex Search
• How the Yandex Direct auction works

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